Product Marketing

Product Marketing is the discipline of understanding the market and creating products and services based on that knowledge to deliver unparalleled value to the customer. As such, product marketing blends market knowledge, technical expertise and commercial understanding to bridge technical and commercial priorities within an organization.

Often, product marketing is misunderstood, diminishing its role in commercialization. Rather than near-term prioritization on market communications and product sales, product marketing feeds the front end of the product development cycle, positioning and shaping product features to maximize product life-cycle value. The product marketing function owns the value proposition, and therefore has intimate knowledge about product technology and its benefits. When used in sales and service, product marketing powerfully augments a company's ability to communicate more expansively within a customer's organization.

Product marketing is a multidisciplinary function that integrates knowledge and constraints across often loosely linked functions, for example, marketing, product management, finance and sales. More broadly, it is through this integrated perspective that elements of the product-market-organization fit are optimized.

Some key disciplines in product marketing provided by TCG are shown in the table above. We support external disciplines such as market, customer and competitive intelligence, and internal disciplines such as product development, product pricing studies and development road maps for technology, product, manufacturing, commercial and services.

Product marketing is a critical component of innovation. Whether rolling out new product features to an established customer base or introducing a minimally viable product to validate a new market segment, disciplined customer-based learning informs design requirements that optimize product-market fit.

An integrated product marketing plan is a key starting point to systematically capturing technology and market intelligence to refine road maps in concert with the evolving commercial landscape. Contact TCG to discover a path to greater confidence in product planning and greater certainty in market development.